SunGuard Digital Advertising

Guardian Industries Corp.

Opportunity

Widely regarded as the industry leader in architectural glass, Guardian® sought a partner to create memorable digital advertising to promote its new glass visualizer tool. In 2015, Guardian launched Glass Visualizer, a first of its kind architectural tool—allowing users to evaluate the aesthetic properties of SunGuard® coated glass products, instantly. Announcing this new tool to key Guardian audiences in a cohesive, attention-getting way was instrumental to its success.

digital ad storyboard

Approach

Williams Group facilitated conversations with key Guardian stakeholders to understand their marketing and tool usage goals and developed digital ad concepts with unique animation effects, along with a full promotional campaign. Key outputs included a retargeting campaign, commercial website updates and 40+ variations of the ad creative for use across websites, e-newsletters and social media.

Results

Since promoting the Glass Visualizer tool, all key engagement metrics have increased. The time users spend on the Glass Visualizer landing page is double the average time spent on the SunGuard site, and Guardian's suite of tools received the most new signups and unique visits to date.

Williams Group combines creativity and insight with a strong sense of client partnership. They energetically take on diverse projects with an eagerness to learn and add value throughout the process. They are skilled at working with all our team members to make sure the project stays on track and meets all expectations.

Williams Group is a strategic communications firm founded in 1978. At home in Grand Rapids, Michigan, the Wg team provides a full range of services—including strategic planning, design, writing and program management—supporting clients across North America and beyond.